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Prospects don’t always know they have a problem. The Challenger is so different from his counterparts for one key reason: he challenges prospects to better understand their goals and challenges.
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#THE CHALLENGER SALE HOW TO#
To understand how to transform your sales force to one that is able to navigate the increasingly complex decision making processes, we look closer at The Challenger sales rep as your solution. These trends have led us to the modern-day buying process and the need for sales process optimization. Not only are they seeking approval from decision makers within the purchasing organization, they are also tasked with proving the validity of their solutions to third-party consultants that “have the customer’s best interest in mind” (aka, looking for their fair share of the deal as well). This leaves sales reps with yet another obstacle. And if a supplier can’t give them what they want, they will go to their competitors that will.Īgain owing to the increase in complex deals, third-party consultants have arisen to help customer’s navigate the complicated purchasing process. They argue that if it doesn’t meet these needs then it is not really a solution to their problem. Concerned with seeing a return on their investment, decision makers are measuring the success of suppliers on the performance of their business, rather than on the performance of the supplier’s products and services.Ĭustomers want their solutions to be customized for their specific needs. This produces an increased risk to the seller to encounter at least one “no” along the sales process.Īn increase in the complexity of deals has led customers to require that suppliers share in their burden of the risk. More widespread support on purchasing decisions is valued by even the highest level of decision makers. Dixon and Adamson point out four crucial trends that explain why consumer buying behavior is evolving so rapidly. The 5 profiles defined by The Challenger Sale (see graphic below):īefore we delve into these sales profiles, we must first understand where the need for The Challenger rep arose from. For those reps that tell you “it’s all about relationships,” The Challenger Sale is here to prove them wrong. The groundbreaking study uncovers why The Relationship Builder sales rep is not the most successful, despite what most people have thought for decades. The defining characteristics of The Challenger: teach for differentiation, tailor for resonance, and take control of the sale. The Challenger approaches customers with useful insights and offers valuable recommendations. Through a brief history of sales process optimization, an analysis of the evolution of the sophisticated purchasing process, and an explanation of the 5 key selling profiles that emerged in the study, The Challenger Sale explains how The Challenger is the most successful and highest performing sales rep. The Challenger Sale highlights key findings of CEB’s study of over 6,000 sales reps across different industries and regions. There needs to be a sales process to match it.Įnter The Challenger Sale, the best-selling book from CEB’s Matthew Dixon and Brent Adamson. The way decision makers make purchasing decisions has evolved to a complicated and sophisticated process. This sales method may work in some situations, but in today’s sales environment, creating a sense of urgency simply isn’t enough. When Leo says he doesn’t have a pen, the rep’s point is made: Supply and demand. The misfit sales rep tells him to write his name on a piece of paper. The quote made famous on the big screen with this summer’s Wolf of Wall Street when Leo DiCaprio tells his misfit gang of sales reps to “sell me this pen”.